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B2B Marketing And Its Functions B2B Marketing And Its Functions B2B marketing or Business to Business Marketing is not a new term in the corporate world. This is a term used for commerce transaction between two different businesses. This is different than the transaction between business and consumers (which is termed as B2C) and the transaction between business and respective government (which is known as B2G). Effective Use Of The B2B Marketing Working Of B2b Marketing B2B marketing or Business to Business Marketing is not a new term in the corporate world. This is a term used for commerce transaction between two different businesses. This is different than the transaction between business and consumers (which is termed as B2C) and the transaction between business and respective government (which is known as B2G).